A 5-Part Series from Our CEO & Founder

Client-agency relationships: They’re as complicated as they sound. There’s a lot of back-and-forth, personalities, expectations, and potential pitfalls.

This is why Bryan Phelps, founder and CEO of Big Leap, is here to guide you through this chaotic yet rewarding journey.

With over 15 years of experience on both sides of the table, Bryan shares invaluable insights and tips to help you build strong, lasting partnerships. From the initial stages of finding the right agency to navigating potential challenges beyond the honeymoon phase, he covers it all.

So, if you’re ready to level up your client-agency partnership, here’s a friendly overview of parts 1-5. We hope you take the time to dive in and identify ways to elevate your partnerships. Because a strong partnership can be the difference between good results and outstanding ones.

Here’s a snippet of what you can expect:

• Facts and figures that paint a holistic picture of the ins and outs of client-agency partnerships
• Feedback and case studies from industry experts (on both the client and agency sides) to give you the full picture
• A marketing budget calculator to ensure you are on track with your budget
• A Client-Agency Partnership Pulse Check to help your team assess the state of your current business partnership with solutions on how to manage it

First things first. Do you go with an agency, in-house team, freelancer, or AI? This question is top-of-mind for most businesses nowadays.

There are several pros and cons worth considering:

When selecting a partner, it’s crucial to consider more than just the upfront cost. Factors like gross profit maximization, cost reduction, and risk mitigation are equally important.

A quality partner can:

• Achieve greater gross profit: Boost your bottom line by driving revenue and reducing costs.
• Reduce cost: Mitigate risks by staying up-to-date with industry trends and best practices.
• Cost avoidance: Provide strategic guidance to ensure your marketing efforts are aligned with your business goals.
• Risk mitigation: Stay current with industry trends and search algorithm updates. This proactive approach protects your online visibility and prevents significant revenue loss.

By investing in a strategic partnership, you’re not just spending money. You’re making a smart investment in your business’s future.

To determine if an agency, in-house team, freelancer, or AI will deliver the greatest return on investment, consider the following factors:

1. Clearly articulate your short-term and long-term marketing objectives.
2. Determine the qualities and capabilities that align with your brand’s values and vision.
3. Evaluate the skills and resources available within your organization.
4. Weigh the benefits and drawbacks of each option.
5. Evaluate digital marketing solutions that align with your answers above.

Read Part 1: Solving the Dilemma of Agency, In-House Team, Freelancer, or AI >>

No one wants to miss out on a great opportunity. So it’s worth exploring all aspects of your decision—even the potential costs of a poor fit.

Because the reality is, in the client-agency experience, FOMO doesn’t just hurt morale but also your bottom line.

Are you getting the most out of your partnership? What are you currently getting versus what you should be getting?

Part 2 dives into the uncomfortable truths.

46.7% of survey respondents expressed that time was the most significant cost of hiring the wrong agency.

Our research revealed that time and results are often inextricably linked. Your online marketing results are at risk when you partner with the wrong agency and part ways.

Data shows organic traffic grows in proportion to how long clients stay with us. This trend doesn’t mean partnering with an agency always provides these exact results. However, it illustrates the lucrative results that can bloom from having a long-term relationship with the right agency.

6.7% of our respondents said money is the most significant cost of hiring the wrong agency.

It’s easy to stay focused on the bottom line amid transitions, but often, people overlook those who are ultimately responsible for moving that needle—the employees.

If something feels off, it likely is. If you experience more than one of these red flags with your agency, it may be best to move on. The cost of agency hopping will be worth it in the long run.

1. The agency isn’t willing to learn your business.
2. Content quality isn’t improving.
3. The agency avoids conflict.
4. The agency is disorganized.
5. The agency provides poor-quality reports.
6. The agency doesn’t stay current with industry news.
7. There’s a misalignment in values.

Read Part 2: The True Costs of Hiring the Wrong Digital Marketing Agency>>

You found what may be “The One” and are ready to commit. Now comes the time to vet your prospective agency and talk contracts.

The hiring and onboarding process requires considerable critical thinking, asking the right questions, and listening to your gut.

Before signing the dotted line, ensure you’ve got everything in order. We’re talking about the seven steps to success.

The purpose of these steps is to ensure you’ve talked through all the right and relevant points with your agency:

1. Define your purpose.
2. Assess your needs.
3. Understand your brand identity and voice.
4. Set clear goals and success metrics.
5. Invest strategically.
6. Vet potential agencies.
7. Embrace the onboarding process.

While the hiring experience varies across agencies, you can expect six overarching stages.

1. Discovery process: The client conducts research on agencies and reaches out to their top picks.
2. Sales qualifier contact: The Agency’s sales qualifier vets the client.
3. Proposal development initiation: The client moves forward in the proposal development process.
4. Contract outline and terms: Both parties outline terms and conditions for the partnership. Dive into digital marketing contracts.
5. Finalization: The agency and client negotiate and edit the contract.
6. Signing: The contract is finalized.

Every agency has specific criteria for vetting clients. This crucial step assesses whether the agency can realistically meet your needs.

For example, at Big Leap, we use a roadmap called BIICEP to vet prospective clients:

The onboarding process involves finalizing administrative tasks, setting clear timelines and milestones, and establishing a strong working relationship with your agency.

While the specific details may vary, the core steps of the onboarding process typically include:

The intention? To set clear expectations and hit the ground running with the right framework.

By following a structured onboarding process, you can ensure a smooth transition and set the stage for a successful marketing campaign.

Read Part 3: So You’re Ready to Hire and Onboard a Marketing Agency. Now What?>>

When Bryan asked decision makers on both sides what encompasses a good working client-agency relationship, he noticed six key principles:

1. Alignment
2. Integration
3. Culture
4. Accountability
5. Complementarity
6. Communication

Here’s what decision-makers on the agency side shared:

Business leaders share their own experiences on how the principles listed above have manifested for them on the client side:

Like at the beginning of any partnership, there may be some hiccups and speed bumps. Our piece of advice? Don’t get discouraged. Friction doesn’t always equal failure during the initial stages.

Otherwise, you risk leaving your agency too soon and missing out on lucrative opportunities. Because, as Bryan discusses in Part 2, time is a major factor in marketing campaigns.

So remain vigilant, and keep these common friction points in mind before jumping ship:

Read Part 4: Navigating the Dynamics of Client-Agency Partnerships>>

Once you’ve made it through the honeymoon phase, the real work begins.

Because, let’s face it, finding the right partner is just one piece of the puzzle. Prolonging that partnership is the next, and often bigger, challenge.

Successful long-term partnerships consistently adapt and grow to keep the momentum going. 

In the final installment of the Client-Agency Series, Bryan wraps it all up, walking through what a long-term partnership entails.

To ensure your agency delivers on its promises and drives meaningful results, you need to evaluate its performance against four competencies that drive sustainable growth:

Navigating the client-agency relationship and locking into a fruitful partnership is worth it—Bryan and the Big Leap team are here to lend a hand. We encourage you to:

• Dive into the series (links above).
• Reach out to us for a one-on-one discussion.

The more we talk about this, the more we crack the code on the nuances of client-agency relationships and unlock lucrative and quality gains for our businesses.